Creative Development Process for Agency
03-1033727-529

There's always a bit of mystery within the creative process. You just
can't diagram a great idea. It's what makes this business so damn
interesting. But while you can't prescribe creative inspiration, you
can set yourself up to harness it as often as possible.

We assemble a range of smart, talented people from a range of
disciplines and backgrounds. All of us (not just planners) are immersed
in every facet of the brand or business problem - the product, the
market, media and cultural experience. Informed by our collective
insight, a range of ideas are developed under the direct guidance of
our creative leader. Once a powerful idea emerges, we apply it to
relevant media thinking, and expand it into a comprehensive campaign.

We ask ourselves a few key questions before a client review. Is it
clear that the work relates to the core elements of the brand? Does it
address the marketing challenge we were asked to solve? Does it use
targeted media portals in the smartest, most effective way - regardless
of the status of :30 TV, or the allure of interactive moblie?

Great creative does this and more. It's why we got into this business.